How did Bauman analyze consumerism?
I saw consumerism not merely as a method of acquiring goods, but as a fundamental organizing principle of liquid modern society. It shifts the focus from production to consumption, from enduring to ephemeral. We are encouraged to consume not just objects, but also experiences, lifestyles, and even identities. This constant pursuit of novelty, driven by the logic of the market, leads to a treadmill of desire where satisfaction is always temporary, and the self is increasingly defined by what it consumes rather than what it produces or creates.
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